Fashion and home brands partner for experiential pop-ups

Designer collaborations have been playing out for years, but as consumer preferences shift, more fashion brands are crossing over into new categories like home and travel. These collaborations and pop-ups reflect this shift, part of a growing trend of brands positioning themselves as lifestyle brands.

Virgil Abloh x IKEA

In addition to high-profile partnerships with Rimowa, Converse, and Nike, Virgil Abloh’s path to global domination recently included a pop-up for the mogul’s forthcoming home furnishings collaboration with IKEA. The “MARKERAD” collection is set to release late next year, and the designer and interior label teamed up for an early access pop-up in Paris titled “Still Loading,” which offered fans the first opportunity to experience the limited-edition products before they hit stores.

The Arrivals x Dyson

Outerwear brand The Arrivals is returning to SoHo this holiday season with an interactive pop-up shop in partnership with Dyson. The futuristic space will offer customers an opportunity to experience and embrace the elements with an installation that will include a wind tunnel-meets-bounce house simulation inside the space, courtesy of 30 high-powered Dyson Supersonic hair dryers propelling 13 liters of air every second.

Dolce & Gabbana x SMEG

Following the success of Dolce & Gabbana’s hand-painted refrigerators collaboration with SMEG, the brands united once again for Sicily is My Love, a partnership that focused on smaller products such as toasters, kettles, blenders, stand mixers, juicers, and other artfully painted home appliances. The companies explored the concept of appliances as art in their #DGSicilyismyLove space at the the Salone del Mobile di Milano.